Governments implement innovative strategies to ensure good health for the elderly.
Governments take action now to anticipate and address public health challenges related to population ageing. This is particularly important in low- and middle-income countries， which are experiencing the fas
test ageing.
E. Communication material
WHO's materials are aimed at increasing awareness of older people's contributions and the fact that good health is key to a good life during older age.
Communication and technical materials will be posted on the WHO World Health Day 2012 web site http：//www.who.int/world-health-day/2012/ during the weeks leading up to 7 April. WHO's regional and country offices are making communications materials available on their respective web sites. http：//www.who.int/world-health-day/2012/ will link to these sites as well as to partners' sites.
Slogan
The official slogan for World Health Day 2012 is "Good health adds life to years".
Ageing is inevitable， but everyone ages differently. Even if we are young at heart， we need to maintain our physical， mental and social well-being to stay healthy and independent well into old age. Beyond our wish to add years to life， we need to add life to years. The Arabic， Chinese， French， Russian and Spanish translations of the slogan are：
健康有益长寿
Une bonne santé pour mieux vieillir
La buena salud a?ade vida a los a?os
Translation into other languages for use on campaign material is encouraged.
Poster series
WHO has designed a series of posters challenging the current stereotypes older people have to grapple with. They show older people in positive situations， living to the full and feeling good about their lives. The posters feature a PLAY button as seen on internet videos symbolizing the dynamism and enjoyment that older people can and should have in their lives.
Note for layout： insert small images of posters in English of Mirtha Nordet， Helmut Wirz and Barton and Namale as examples
If you take part in the World Health Day campaign， you can use a poster with an image more suited to your own country or region.
The design and slogan should always be used in conjunction with the official WHO logo. All three are WHO intellectual property and should be used only to identify events and materials related to World Health Day 2012. Whenever the World Health Organization logo is used， please note that it：
should not be reproduced together with commercial logos；
should not be used to promote yourself or to obtain any commercial or personal financial gain； and
should not be utilized in any manner which implies WHO endorsement of activities or products of a
commercial enterprise.
Further guidelines on use of the WHO logo are available at：
http：//www.who.int/about/licensing/emblem/en/index.html
Social Media
In the lead-up to World Health Day， social media will be used to engage people and to challenge some of the stereotypes of ageing. Images and stories of older people and their valuable role in society will be made available through WHO's social media channels.
Facebook http：//www.facebook.com/WorldHealthOrganization?v＝wall
Twitter http：//twitter.com/#!/whonews
YouTube http：//www.youtube.com/user/who
Media materials
Prior to World Health Day， WHO will make the following materials available for your reference， local adaptation and media outreach.
Global news release
Statement from the WHO Director-General and Regional Directors
Video material
Fact sheet on ageing and health
Technical document
Photos on ageing and health for journalists to download
Photo stories
List of communication contacts and experts available for media interviews
Step-by-step planning
A. Take the first steps
Identify your specific target audiences， possible partners and champions
Create/adapt relevant key messages for your campaign
Mobilize your community
Plan and implement events such as exhibits， panel discussion and photo competitions
Prepare materials.1 Use your local language whenever possible.
Develop a media strategy and prepare media materials
Develop a plan to monitor and evaluate your activities and media pick-up
（ You may want to use WHO's policy materials such as：
1. Active Ageing a Policy framework， Geneva， World Health Organization （2002）
http：//whqlibdoc.who.int/hq/2002/WHO_NMH_NPH_02.8.pdf
2. Stein. C， Moritz. I， A life course perspective of maintaining independence in old Organization （1999）
http：//whqlibdoc.who.int/hq/1999/WHO_HSC_AHE_99.2_life.pdf
3. Global Age-friendly Cities： A Guide， Geneva， World Health Organization （2007）
http：//www.who.int/ageing/publications/Global_age_friendly_cities_Guide_English.pdf ）
B. Engage the media
Media have a massive influence globally and locally on what the general public or political leaders deem important. Four things are needed for media coverage：
1. understanding what the media want in a story；
2. making sure that the information is provided in a clear and timely manner；
3. connecting the media with spokespersons， subject matter experts and/or high-profile speakers；
4. making use of a broad range of media channels including TV， audio， print and social media to reach different target groups.
Reporters and producers look for audience appeal， issues that stimulate debate， stories that generate increased viewership or readership and sustained public interest through fresh perspectives on an issue. The media will avoid stories that are inaccurate or incomplete， as well as organizations that are overly persistent after a story has been rejected.
It is important to illustrate how global issues such as population ageing impact local communities and， indeed， every citizen. Since ageing concerns all of us，， human interest stories and
testimonials from real people are likely to strongly appeal to the media and the public.
C. Find an angle for stories on ageing and health
Ask and answer one or more of these questions to find an "angle" that will interest your community and the media.
